No obvious conversions?•Get your people in a room•Ask them what’s important to them•Ask them how much it’s worth
Monetising goalsExample: Download a prospectusSet the goal value to be the cost of printingand posting the prospectus.Example: Use a Shop LocatorSet the goal value to be the average revenueper customer in your shop.
3. Segments Who matters & whyWhere they come from, what do they doand how many of them convert.
SegmentationAcquisition Behaviour OutcomesWhere are we WhAT are Are theyspending time visitors doing? converting? & money?
“branded” keywords Visited from mobilesFrom email newsletter Spent more than ¤150
While were on the subject of internationaladventures, it should be noted that Twitter hasofﬁcially launched in Japan. We noticed asigniﬁcant percent of Twitter usage consistentlyoriginating from Japan despite the fact that ourservice is in English. This highlighted anopportunity for us to make Twitter better so weworked with our partner in Japan, Digital Garage tolaunch a Japanese version of Twitter.